Herman, Asya Asyafiah (2025) Strategi Komunikasi Perusahaan Riau Pos Dalam Mempertahankan Minat Pembaca. Other thesis, Universitas Islam Riau.

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Abstract

The development of digital technology changes the pattern of public information communication, especially in obtaining information that causes print media to experience a decline in reader interest. In facing this challenge, media companies are required to have adaptive and innovative communication strategies. This study aims to analyze the communication strategies implemented by Riau Pos in maintaining reader interest amidst the shift to digital media. This study uses a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation. Informants in this study were selected purposively, consisting of the Riau Pos digital team, editors, and parties directly involved in the planning and implementation of the company's communication strategy. The results of the study show that Riau Pos applies 3 main strategies: (1) the formation of a digital team as an internal restructuring step for managing digital content on Riau Pos social media professionally; (2) presentation of content that is adapted to the characteristics of online media through the selection of appropriate news issues, communicative language, attractive visualizations, and concise formats; (3) and collaboration in organizing events with communities and external partners to build audience engagement. These three strategies reflect the principles of media convergence theory by Henry Jenkins, which emphasizes the integration between traditional and digital media, cross-platform collaboration. These findings show that a convergence-based communication strategy allows Riau Pos to maintain the interest of old readers and reach new readers who are now active in the digital space.

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